When it comes to investing money into Facebook and Instagram ads, it is a normal expectation to want to see a profitable return on investment quickly. Who would not? When you invest money into marketing, you want to see results.
What is commonly overlooked, and potentially the less glamorous side of digital marketing, is that unfortunately Rome was not built in a day. For the majority, running a profitable ad campaign takes time. This is not something to be disheartened about — when done right, good things come to those who wait. Patience truly is a virtue in this context.
How long does it take?
A natural follow-up question: how long does it usually take to see return on Facebook and Instagram ads? While this varies on a case-by-case basis, as a general rule of thumb we advise clients to wait an average of 90 days to see meaningful results. As the age-old saying goes: the tortoise beats the hare every time.
Particularly for new accounts, a lot of behind-the-scenes work goes into this 90-day period that clients may not be aware of. There is no idle time — the two main objectives during this period relate to buying data for retargeting, and running a series of tests on the established audience to lay the foundation for success in future campaigns.
Retargeting customers through bought data
People who have a vested interest in your brand are more likely to repurchase than those who show no active intention. Reaching the right audience requires data collection, which comes at a cost. We need to buy customer data and retarget this group to generate success.
We cannot promise significant return during this buying process — think of it as an investment. This data will be translated into successful ad campaigns down the line. Sometimes looking backward actually moves us forward. Success is a cumulative process, not a one-time event.
Campaigns need to be tested (and tested again)
The process of trial and error is another essential step often overlooked. Campaigns need to be tested against a number of different variables until the winning combination is found. Do we need to update the creative? Can the copy be further refined? Is our call to action convincing? There are seemingly endless testing mechanisms that can be trialled, and always something we can improve.
Key reminder: Not even the professionals get it right the first time. This is precisely why the testing process is so important when building a profitable campaign. Embrace the process.
Patience in the process of creating Facebook and Instagram ad campaigns is the real secret behind a profitable outcome. Do not be disheartened when investing in this channel — good things come to those who wait.